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Basic Marketing Research : Using Microsoft Excel Data Analysis
ISBN: 9780131519510 | 0131519514
Edition: 2ndFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2008
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This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst) designed specifically to use the power of Excel formarketing research applications, a data analysis output that is exceptionally easy to understand.Basic descriptive statistics, differences through one-way ANOVA, cross-tabulation/Chi-square and Pearson Correlation, and simple and multiple regression are all comprehensively covered.Because it util... MORE
| Introducing Marketing Research | |
| Understanding the Marketing Research Industry | |
| Steps in the Marketing Research Process Including Defining the Problem and Research Objectives | |
| Research Design | |
| Accessing Secondary Data and Online Information Databases | |
| Standardized Information Sources | |
| Standardized Information Sources | |
| Deciding on Your Survey Data Collection M... MORE | |
| Using Measurement Scales in Your Survey | |
| Designing Your Questionnaire | |
| Determining Sample Size and the Sampling Method | |
| Collecting Data and Summarizing What You Found in Your Sample | |
| Generalizing Your Sample Findings to the Population | |
| Comparing to Find Differences in Your Data | |
| Determining Relationships Among Your Variables | |
| Preparing and Presenting the Research Results | |
| Table of Contents provided by Publisher. All Rights Reserved. |
